BT Health

The method

Aspectus led the project end-to-end, from strategic planning and insight development through to drafting and design. We began by shaping the core narrative: moving cyber security away from abstract technical risk toward real-world consequences for patient safety, workforce pressure, and continuity of care. 

We worked closely with BT Health to define the report’s objectives, audience priorities, and tone, ensuring it would resonate with NHS decision-makers while remaining accessible and credible. Aspectus coordinated and synthesized insights from two independent research streams: a survey of NHS and Integrated Care System staff, and a nationally representative YouGov survey of the UK public. 

Our team analyzed the data to identify key tensions – particularly the gap between public concern, frontline staff confidence, and institutional readiness – and structured the report around these insights. We conducted interviews with BT clinical and security experts, integrating their perspectives to add authority and relevance without overtly commercializing the narrative. 

Aspectus drafted the full report, translating complex cyber security issues into clear, human-centered language supported by data, case studies, and expert commentary. We also led the design, ensuring the visual execution reinforced clarity, accessibility, and senior-level credibility, while aligning with BT brand guidelines. 

To maximize impact, we structured the campaign in two phases: first, building awareness through supporting assets; second, launching the eBook through targeted media and LinkedIn activity to drive engagement and lead generation. 

The result was an insight-driven asset designed to spark informed discussion, support engagement, and position BT as a trusted voice in healthcare cyber resilience. 

The outcome

Building Cyber Resilient Healthcare gave BT Health a clear, defensible narrative anchored in independent research and frontline insight rather than opinion. The findings became a central reference point across multiple touchpoints, from media and paid placements to high-level meetings with NHS stakeholders, enabling consistent, evidence-based messaging. 

The report helped shift conversations beyond abstract cyber risk toward the real-world implications for patient care, workforce pressure, and system resilience. By combining public sentiment, NHS staff experience, and expert commentary, it created a shared language for discussing cyber resilience that resonated beyond purely technical audiences, supporting credible engagement with senior healthcare leaders. 

The campaign generated strong visibility and engagement across the healthcare sector. Media outreach secured 20 pieces of coverage in key publications, while digital amplification delivered 49,000 LinkedIn impressions, 394 clicks, and 600 engagements from sponsored content.  

Crucially, the campaign also translated awareness into tangible business outcomes. LinkedIn lead-generation activity produced leads from decision-makers across 47 healthcare organizations. 

As a strategic platform, the eBook underpinned BT Health’s wider communications and engagement activity, reinforcing its long-standing partnership with the NHS while providing a durable foundation for future conversations and thought leadership initiatives. It also contributed to pipeline development by supporting more informed, evidence-based engagement with senior healthcare leaders.